Keith Lorizio, Microsoft's vice president of U.S. sales and marketing, in an interview with Beet.TV called Windows 8 "a guaranteed success" and said the company plans to "aggressively pursue 100,000-plus apps over the first three months" after launching.

"In order to reach our goal, a conservative estimate of 400 million units in marketplace by July 1, we know we have to have a healthy ecosystem of apps," Lorizio told the network. "We're putting millions of dollars against that effort and working with publishers to get their apps live as soon as possible."

Lorizio also said Microsoft's "massive distribution" network, which the company uses to create the same experience across all platforms (PC, mobile, Xbox, and phone), will contribute to the operating system's success.

Advertising will play an important role in the Windows Store, not just for company partners, but for users. Lorizio said ads will be "beautiful, relevant, and useful," but it is unclear just how beautiful consumers think ads are.

So far, PC users have not responded well to Windows 8, complaining of its new tiled interface and lack of Start menu. Microsoft has not yet said if it considered that feedback when preparing the final release.

This story, "Microsoft Exec: Windows Store to Stock 100,000 Apps in Three Months" was originally published by
PCWorld.